Introduced in 1918, the Idaho Spud chocolate bar has become synonymous with the Gem State, thanks in large part to its clever tagline: "The Candy Bar That Makes Idaho Famous." This slogan not only highlights the bar's playful nod to Idaho's potato heritage but also underscores its role in putting the state on the map for candy lovers nationwide. Whether you're a local gifting it to friends or an out-of-state Idahoan ordering it for a nostalgic treat, this chocolate bar embodies over a century of confectionery tradition. Join us as we explore the history behind this beloved chocolate bar and the origins of its famous tagline, linking to Idaho Candy Company’s rich legacy and nationwide availability.
Crafting the Tagline: "The Candy Bar That Makes Idaho Famous"
The tagline "The Candy Bar That Makes Idaho Famous" was a stroke of marketing genius that emerged shortly after the Idaho Spud chocolate bar debuted in 1918. At the time, Idaho was already renowned for its potatoes, with the state’s agricultural identity solidified by the early 1900s through events like the Idaho Potato Show. T.O. Smith and his team saw an opportunity to capitalize on this fame by creating a chocolate bar that playfully mirrored the potato’s shape while offering a deliciously non-potato treat. The tagline was crafted to tie the chocolate bar to Idaho’s cultural pride, suggesting that this sweet creation could elevate the state’s reputation beyond agriculture.
The slogan likely originated from the Idaho Candy Company’s marketing efforts to distinguish the Idaho Spud in a crowded candy market. In the early 20th century, chocolate bars like those from Hershey’s and Mars were gaining national traction, and regional brands needed bold strategies to compete. By branding the Idaho Spud as a chocolate bar that could "make Idaho famous," the company cleverly linked its product to local identity while appealing to a broader audience. The tagline appeared on early packaging, advertisements, and even promotional materials like the collectible potato-carton-style boxes still used today for the 12 Count Idaho Spud Mailer.
The tagline’s success lies in its simplicity and memorability. It resonated with Idahoans proud of their state’s heritage and intrigued out-of-state consumers curious about this quirky chocolate bar. Over time, the slogan became inseparable from the Idaho Spud, cementing its status as a cultural icon. The Idaho Candy Company continues to use the tagline in modern marketing, from its website to social media posts on platforms like Instagram, reinforcing the chocolate bar’s enduring fame.
The Idaho Spud Chocolate Bar’s Lasting Appeal
The Idaho Spud chocolate bar owes its longevity to its unique flavor and nostalgic charm. Its gluten-free, agar agar-based marshmallow center makes it accessible to a wide audience, while its potato-inspired shape sparks conversation at gatherings. Locals gift it during holidays, often as part of the 15 Count Variety Pack, which also includes classics like the Huckleberry Gems and Owyhee Butter Toffee. Out-of-state Idahoans order it through idahospud.com to savor a taste of home, with recent examples including 120 bars sent to the USS Idaho submarine crew.
The chocolate bar has also earned accolades, ranking among the top 100 best-selling candies in the Northwest. Its versatility—enjoyed at room temperature or frozen for a crunchier texture—adds to its appeal. The Idaho Candy Company continues to produce the Idaho Spud alongside other treats like the Vandal Bar for University of Idaho fans, ensuring the chocolate bar remains a staple in Boise and beyond.
Why the Tagline Still Resonates Today
The tagline "The Candy Bar That Makes Idaho Famous" continues to shine because it captures the essence of the Idaho Spud chocolate bar: fun, unique, and deeply tied to Idaho’s identity. It appeals to locals who gift it to share state pride and to visitors discovering Idaho’s culinary scene through retailers like Walmart or Idaho Taters. The slogan’s enduring popularity is evident in its use across Idaho Candy Company’s marketing, from product pages to promotional events, and even in media coverage celebrating Boise’s food culture.
The tagline also taps into the growing trend of nostalgic foods, as seen in articles on platforms like Taste of Home. By linking the Idaho Spud to Idaho’s potato fame, the Idaho Candy Company created a chocolate bar that’s both a treat and a cultural ambassador, making it a perfect gift or personal indulgence.